&HISTORY

The history of S&B

In pursuit of "real taste," the founder of S&B created the first curry powder authentically made in Japan after a long process of trial and error.
That spirit has remained unchanged and has been passed on to this date, creating new culinary culture while facing and overcoming various challenges.

Founding period

1923

1949

Founder Mr. Minejiro Yamazaki succeeded in producing Japan's first homegrown curry powder, and established Higashiya, the predecessor to S&B Foods.
This is where it all began. Yamazaki's founding philosophy was to pursue the "real taste," and S&B is still committed to pursuing the real taste today.

1923

The creation of Japan's first homegrown curry powder and the establishment of Higashiya

The successful creation of Japan's first homegrown curry powder.
The "Higashiya store," S&B's predecessor, was established in Shichiken-cho, Asakusa, Tokyo. The Japanese characters of the store's name came from founder Yamazaki's motto for life: to treat each day (HI) as a celebration (GA) and strive to do business with ambition (SHI).

The creation of Japan's first homegrown curry powder and the establishment of Higashiya
The creation of Japan's first homegrown curry powder and the establishment of Higashiya

1930

Launch of ”Hidori Brand Curry Powder”

”Hidori Brand Curry Powder” was launched as Japan's first commercial curry powder for household use.
At the same time, the company adopted and trademarked a stylized logo combining a sun (HI) and bird (DORI) for the Hidori brand, in the hope that the company's fortunes would rise just as the sun ascends, and its products would spread all over the country like a bird flying free.

Launch of ”Hidori Brand Curry Powder”

1931

S&B is registered as a trademark.

In 1930, S&B trademarked the Hidori Mark depicting the "sun" and "bird".
The next year, in 1931, "S&B," which is a combination of S from "sun" and B from "bird," was added to the Hidori Mark trademark.

S&B is registered as a trademark.

1949

Company renamed as S&B FOODS INC.

Head office relocated to Nihonbashi Kabutocho, Chuo-ku.
Company renamed S&B FOODS INC.

Company renamed as S&B Foods Inc.

Establishing a range of products based around curry and spices

1950

1974

Various products were launched during this period, such as “Red Can Curry Powder,” “Table Pepper,” and the aromatic, authentic curry sauce mix “Golden Curry Mix.”
In 1970, S&B pioneered condiments in tubes, which revolutionized spice use in Japanese cuisine.

1950

Launch of the AKAKAN "Red Can" Curry Powder.

The “Red Can Curry Powder” came into existence as a culmination of all the knowledge accumulated since S&B's inception.
Still made with the same outstanding quality today, ”Red Can Curry Powder” is the standard in Japanese curry powders, sustaining curry culture in Japan.

Launch of the AKAKAN ”Red Can” Curry Powder.

1952

Launch of “Pepper”

S&B “Pepper” is an original blend of black and white peppers, created for the delicate Japanese palate.

Launch of “Pepper”

1954

Started to promote curry

Mobile cooking classes were started, using the S&B Kitchen Car.
S&B carried out a public awareness campaign to demonstrate the correct way to cook with spices.
In the same period, the authentic Japanese curry sauce mix "S&B Curry" was launched.

Started to promote curry
Started to promote curry

1959

Launch of “Monaka Curry”

1959 saw the launch of “Monaka Curry,” a wafer shell filled with the "S&B Curry" inside.
Monaka skin creates a thick and rich taste, and it was a big hit in Japan.

Launch of “Monaka Curry”

1960

The garlic car campaign garnered a lot of attention

Three hundred yellow Renault cars were loaned out in a campaign to celebrate the launch of "Garlic Powder," and they became a much talked about subject.

The garlic car campaign garnered a lot of attention

1966

Launch of “Golden Curry Mix”

In 1966, “Golden Curry Mix” debuted as a spicy, aromatic curry roux with an authentic flavor. It has since become a long seller and one of S&B's leading products.

Launch of “Golden Curry  Mix”

1970

Launch of Japan's first tubed condiments

Japan's first condiment in a tube appeared in the form of "Western style Mustard Paste," which was ready to use straight away without the need to dissolve mustard powder first. Other condiments in tubes followed, such as "Japanese-style Mustard Paste," "Wasabi," "Grated Raw Garlic," and "Grated Raw Ginger", and they soon penetrated the market as revolutionary products that met the needs of the time.

Launch of Japan's first tubed condiments

Embracing the diversification of cuisine

1980

1999

In the 1980s, Japanese food culture diversified, and people witnessed a boom in cuisine from various different countries.
S&B was quick to sense the changing needs of customers and responded by starting a fresh herb business and other initiatives to serve up new flavors at the dining table in Japanese homes.

1983

Creation of Japan's first curry for children

The concept of "Curry no Oujisama" was to create a healthy curry that is safe and reliable for children to eat.

Creation of Japan's first curry for children

1984

The inaugural S&B Cup Young Children's Health Marathon was held.

The first tournament was held in Kochi. In March 1990, representatives from regional tournaments were invited to take part in a national tournament.
By 2019, the accumulated total number of finishers exceeded 1.5 million children.

The inaugural S&B Cup Young Children's Health Marathon was held.

1987

Beginning of ”Fresh Herb Business”

To cater to needs in an era in which Japanese people's tastes were diversifying, S&B began a ”Fresh Herb Business” to deliver the inherent flavor and aroma of fresh herbs.

Beginning of fresh herb business

1990

Launch of “Curry Youbi”

S&B brought out “Curry Youbi,” a mild boil-in-the-bag curry packed full of ingredients that seems like it is homemade.

Launch of “Curry Youbi”

1993

Opening of the Oshino Experimental Farm facility

S&B established an experimental farming facility in Oshino, a village at the base of Mount Fuji in Yamanashi Prefecture that is known for Oshino Hakkai, eight springs that are among the best in Japan.
In this superb natural environment, we are researching the cultivation of the spices and herbs that form the raw ingredients of our products, such as wasabi.

Opening of the Oshino Experimental Farm facility

The dawn of an S&B Foods focused on Spices & Herbs

2000

to today

S&B shifts focus to promote the earth's bounty, spices & herbs, as the core competency of the business, with the aim of contributing to prosperous, healthy living for our customers,
and realizing a sustainable company and society in general.

2003

Adoption of corporate philosophy that "Pursues true customer satisfaction"

A new "Spice & Herb" corporate symbol was created in conjunction with the formulation of the corporate philosophy.

Adoption of corporate philosophy that

2005

Completion of the Tsukuba Herb Center

The Tsukuba Herb Center, a processing and distribution center for fresh herbs, was completed in the city of Tsukuba, Ibaraki Prefecture, and it became the production base for S&B's fresh herb business.

Completion of the Tsukuba Herb Center

2006

Launch of the SPICE & HERB Series

S&B launches 194 products in the "SPICE & HERB Series." The line-up of Western-style spices and herbs suits the needs of everyone, from beginners to experienced cooks.
The design and functionality of the range received high praise and was awarded the *Good Design Award that same year.

*GOOD DESIGN AWARD; has been a sole comprehensive design evolution and commendation system in Japan since 1957.

Launch of the SPICE & HERB series

2011

Launch of “Koi Stew”

In 2011, “Koi Stew” was launched, a stew with a distinctive rich taste made with heavy fresh cream from Hokkaido.

Launch of “Koi Stew”

2017

August 2 is declared Herb Day!

To celebrate 30 years since the launch of S&B's fresh herb business, August 2 was designated as "Herb Day" to further broaden the appeal of fresh herbs (this date was chosen because, in Japanese, the numbers 8 and 2 can be read together with the same pronunciation as "herb").

August 2 is declared Herb Day!

2023

Adoption of a new corporate message

To celebrate our 100th anniversary, S&B adopted "Our lives with Spices & Herbs" as our new corporate message.

Adoption of a new corporate message